STAYING AGILE DURING THE HOLIDAY CODE FREEZE

Rock the Holidays using Retail Big Data for Retention Automation.

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TODAY’S SPEAKERS

Adam CoreyDirector, Business

DevelopmentTealium

Andrew PearsonVP of Marketing

Windsor Circle, Inc.

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ET13:EPIC.

Agenda:- Holiday Retention

Automation- Example Campaigns- Code Freeze Impact on

Marketers- 5 Ways TMS Keeps

Marketers Agile- Questions- Follow Ups

AGENDA

GET MORE FROM YOUR EXISTING CUSTOMERS

Retention Automation through the Holidays

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HOLIDAY CAMPAIGNS ARE STARTING

• Experian shows holiday emails begin in force by early October.

EMAIL WORKS

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RETENTION MATTERS

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TIMING OF HOLIDAY REVENUE

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YOU GET WHAT YOUR PAY FOR…

Source: Adobe Loyal Shopper’s Report April 2013

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BUT IS IT DRIVING THE RESULTS YOU EXPECTED?

Source: Adobe Loyal Shopper’s Report April 2013

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THE MATH…

2.5X

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CONNECT ANY ECOMMERCE PLATFORM TO EXACTTARGET

And more!

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CONNECT. ANALYZE. AUTOMATE.

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Connect Analyze Automate

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RETENTION AUTOMATION PLATFORM

Your Windsor Circle account provides unprecedented retail insights

Repeat Buyers have 4.8x the lifetime value of one-time customers. Track your path to customer loyalty & retention.

Powerful segmentation tools help you leverage data to send the right message to the right customer at the right time.

WELCOME NEW SHOPPERS (& SUBSCRIBERS)

Retention Automation Holiday Campaign #1

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NEW SUBSCRIBER WELCOME EMAILS

Welcome new subscribers:• Explain brand

value• Set expectations• Recommend

products

WELCOME EMAILS

We bought green pants, we got a welcome email from the CEO

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AUTOMATING WELCOME SERIES

HOLIDAY WELCOME EMAIL VARIATIONS

New Subscriber• Welcome to brand, set expectations, suggest gifts

New 1 time Shopper, never been a Subscriber• Include opt-in to email list in check-out• Thank you for purchase, welcome to our brand

Existing Subscriber converting to 1 time Shopper• Welcome to our merry band of customers!• Trigger new customer welcome series

For all Holiday Shoppers:• Is this a gift for you or someone else?

– If for someone else, trigger a “Treat yourself” email

THANK YOUR CUSTOMERS

Retention Automation Holiday Campaign #2

POST-PURCHASE THANK YOU EMAILS

Criquet Shirts, a Windsor Circle client, runs post-purchase emails to drive 2nd purchases based on Latency. 

Results: Over 50% of recipients open the email; 18% click and just under 2% convert.  One simple, automated email helps turn one-time and lapsing customers into repeat buyers. Read more on our blog.

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POST PURCHASE THANK YOU SERIES #1

29.2 % Higher Open Rates Than

List Average

OFFERS, CONTESTS, AND SURVEYS TO GET EMAILS

Windsor Circle client Annemarie Gianni Skin Care uses on-site “smart offers” based on click-behavior to offer a free Sample Kit.

This is followed by 7 automated emails, which get:• 51% avg. Open Rates• 13% avg. Click Rate• 5% Conversion Rates (of

total recipients, or 37% of Clicks!)

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TRIGGERED EMAILS DRIVE RESULTS

Subject LineDays After Sample Kit Open Click Offer

Here’s What Others Have to Say About Annmarie, Plus Keep Up To Date on Specials 4 60.1% 18.4% 10% off coupon

How to Use Your Samples (Plus, What Products Should I Use for My Skin Type?) 11 67.2% 19.4% 10% off coupon reminder

Stop Stripping Your Skin's Natural Oils with Soap! 18 49.7% 10.3% 10% off coupon reminder

Did You Know: Some Lotions Can Clog Your Pores? 27 44.5% 11.4% 10% off coupon reminder

A Skin Care Routine to Keep You Looking Young and Beautiful 37 44.8% 7.8% 10% off coupon reminder

Last Chance to Use Your Coupon! 50 45.8% 14.1% 10% off coupon last chance!

We Haven't Seen You In a While... 180 32.1% 8.5% 20% off coupon and survey

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EMAILS TO FIRST-TIME HOLIDAY SHOPPERS

Segmented email to this year’s new holiday shoppers based on purchase data• First order after 10/1/13• First order before 12/31/13• Total # orders (WC_Frequency_Actual) = 1

AMAZE YOUR BEST CUSTOMERS

Retention Automation Holiday Campaign #3

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BEST CUSTOMERS

14.2% Higher Open Rates Than

List Average

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YOUR BEST CUSTOMERS WILL SHOP EARLY

HELP YOUR CUSTOMERS ENJOY MORE

Retention Automation Holiday Campaign #4

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EMAILS TO LAST YEAR’S HOLIDAY SHOPPERS

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Product Behavioral

PRODUCT & BEHAVIORAL DATA

Confidential

Purchase Data

Purchase Data

Confidential

RFM Analysis:Ranks

RFM Analysis:Actuals

Behavioral Data

Recommendations:“Hot Combo”

Recommendations:“Related Items”

Product Recommendations

BRAND & CATEGORY RECOMMENDATIONS

Selling based on brand or category affinity is an excellent path for success

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HOT COMBOS & CROSS SELLS

Automated “Hot Combo” product recommendation based on past products purchased.

• Open Rate: 76%

• Click Rate: 24%

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HOT COMBOS & CROSS SELLS

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PRODUCT RECOMMENDATION

Windsor Circle client Golfetail’s Segmented Sends Relative to Daily Email Offers:

Open Rate: 256%Click Rate: 283%Conversions: 169%

CONSISTENT THEME THAT SUPPORTS EMAIL VOLUME

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SAVE YOUR CHURNING CUSTOMERS

Retention Automation Holiday Campaign #5

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SAVE YOUR CHURNING CUSTOMERS

16.2 % Higher Open Rates Than

List Average

WIN BACK CAMPAIGNS

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WIN BACK CAMPAIGNS

WIN BACK CAMPAIGN RULES

Churning Best Customer Segment

CHURNING BEST CUSTOMER WIN BACK CAMPAIGNS

Send 3-part Win-Back with: • 30% off + free shipping• Fee gift w/ next purchase• Brand promise, thanks from CEO, “You’re the

best” • Early access to products

WIN BACK CAMPAIGN RULES

Churning Best Customer Segment• RFM Score of 411, or…• Last_Purchase_Date > 84

days before today• Lifetime_Value > $300

Send 3-part Win-Back with 30% off + free shipping

Or, no discount but brand promise from CEO

Other Churning Customers• Last_Purchase_Date >

104 days before today• First_Purchase_Date <

365 days before today• Lifetime_Value > $50

but < $300

Send 3-part Win-Back with 10% off

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SUBMIT YOUR QUESTIONSHave questions?

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BUT MARKETERS CAN STAY AGILE

Code Freeze Impacts Marketers

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FREEZING THE SITE…

Code Freeze is an important part of ensure the best technical user experience during your highest volume season.

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… DOESN’T MEAN FREEZING MARKETING

But, marketers still need to remain agile and active with digital marketing technology.

And tag management solutions enable this!

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DEFINITION

A tag is any snippet of code that allows you to integrate third-party services into your digital platforms

An Image Tag • An I-Frame Tag • A JavaScript Code Block

TYPICAL TAG EXAMPLES

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HOW DID WE GET HERE?

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HOW DID WE GET HERE?

A/B TestingAd Networks

Affiliate Marketing

Analytics

Chat

Email Marketing

Lead NurturingMarketing Automation

Personalization

Search Engine Marketing

Visitor Remarketing

Visitor Retargeting

Banner AdsSocial Marketing

Voice of Customer

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THE TAGGING PROCESS

DIGITAL MARKETER

DIGITAL ANALYST

BUSINESS STAKEHOLDER

Request

PRODUCTMANAGER DEVELOPER QA TESTER SYS ADMIN

Schedule Submit Test Launch

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TAG PROLIFERATION

“Whattypes of tags doyou deploy viayour tag management system?”

5%

14%

26%

38%

42%

47%

50%

59%

62%

64%

88%

Other

Recommendations

Voice of the customer(surveys and feedback)

Social media

Audience measurement

Testing

Behavioral targeting

Affiliate marketing

Ad serving

Search marketing

Web analytics

Base: 76 tag management end users(multiple responses accepted)

Source: Q2 2012 GlobalTagManagementUser Online Survey

Understanding Tag Management Tools & TechnologyForrester Research, 2012

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SOLUTION: UNIVERSAL TAG

A/B Testing

Ad Networks

Affiliate Marketing

Analytics

Banner Advertising

Chat

Email Marketing

Lead Nurturing

Marketing Automation

Personalization

Search Engine Marketing

Social Media Marketing

Visitor Remarketing

Visitor Retargeting

Visualization Platforms

Voice of Customer

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YOUR GIFT DURING THE “FREEZE”

A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT

• Add new technologies

• Make changes and add new data

sources

• Avoid outages, issues and latency

• Get full access to your data

• Improve site speed

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#1: ADD NEW TECHNOLOGIES

A tag management solution allows the marketers to add in new tags, pixels, etc. without impacting the site or IT

• Add affiliate network

• Conversion pixels

• Retargeting vendor

• Any digital marketing technology

70% of marketers who use tag management solutions implement new solutions within 1 business day. - Econsultancy Survey

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#2: ADD NEW DATA SOURCES

Tealium allows marketer to collect new data that’s already within reach:

• From the URLs

• From first-party cookies

• From page meta data

• From JavaScript variables

What If…

A campaign goes live with a typo in the URL:

campagnID= instead of campaignID=

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#3: AVOID OUTAGES

Faulty ad pixel caused web site performance issues across Deckers’ e-commerce network on Cyber Monday.

Using Tealium, Deckers was able to instantly shut off faulty tag on Ugg.com – the only site that had deployed Tealium at that point – with click of a mouse.

Deckers was able to retain 100% of their orders for the day. “Tealium paid for itself in one day.”- Nick Smotek, Deckers

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#4: FULL DATA ACCESS

Since Tealium / TMS sits across all your sites and mobile apps, it allows you an eagle-eye view of your data

Code-free, full data set collection provides:

• Deeper analysis of business

questions

• Auditing capabilities

Work with the data in your existing

infrastructure or visualize / analysis in

Splunk.

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#5: IMPROVE SITE SPEED

Because TMS lets you load technologies only when and where you need them, marketers see improvements in site speed.

Better site performance = better user experience = higher conversions.

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ABOUT TEALIUM

• Proven, digital marketing-savvy management

team that has worked together before

– CEO has taken two companies public

• Most capital raised ($27M) via Battery

Ventures, Tenaya, Presidio Ventures

– Omniture, BazaarVoice, Marketo, ExactTarget

• Over 130 employees

• Largest and most agile development team (30+)

• Largest education team

• Fanatical about customer success

RECOGNIZED AS THE GLOBAL MARKET LEADERTM Buyer’s Guide,Econsultancy, 2012

RECOGNIZED AS ‘HIGHLY INNOVATIVE’ VENDORUnderstanding Tag ManagementTools and TechnologyForrester Research, 2012

WINNER, NORTH AMERICA 100Red Herring Tech May, 2013

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COMMUNITY OF MARKETERS

• Large and highly engaged user base: 5,000+ users

• Most comprehensive customer education and training initiatives

– Digital Velocity

– Tag Management University (TMU)

– Tealium Learning Community

• Largest and fastest growing partner eco-system

• Strategic technology integration partnerships with major data and e-commerce vendors

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WHO USES TEALIUM

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THE NUMBERS

49%

9x 100%

30

200

Increase in page load speed through checkout using

Tealium

IT savings ROI by using Tealium

Orders saved during vendor outages on Cyber Monday

Minutes spent toimplement Adobe SiteCatalyst

TAGS

MIN

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IT’S TIME FOR QUESTIONS!Thank You…

CONTACT TEALIUM

Adam CoreyDirector, Business DevelopmentTealiumadam.corey@tealium.com

(888) 622-2050www.tealium.com@tealiumHQ: San Diego, CAOffices in UK, Germany

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AFTER THE CALL

• You’ll receive a copy of the eConsultancy eBook

• Learn more about Tealium or see a demonstration athttp://tealium.com/exacttarget

CONTACT WINDSOR CIRCLE

Andrew PearsonVP of MarketingWindsor Circle, Inc.Andrew.pearson@windsorcircle.com@arjpearson

Windsor Circle, Inc.111 E Chapel Hill StreetDurham, NC 27701(919) 822-2009www.windsorcircle.com@windsorcircle

9 PILLARS OF RETENTION MARKETING AUTOMATION

Webinar, Oct 3rd, 1pmhttp://www.windsorcircle.com/resources/webinars